Final Exam Content MKT - tài liệu tham khảo | Đại học Hoa Sen

HOA SEN UNIVERSITY
FACULTY ECONOMICS- MANAGEMENT FINAL REPORT
BUILD A VIRAL CAMPAIGN AND OTHER CONTENT
SUPPORT TO HELP "YOUR CHOOSEN PROJECT"
RAISE THEIR BRAND AWARENESS AND ACQUIRE NEW USERS IN 2023 Subject: Content Marketing Lecturers Nguyễn Trần Khánh Vân Class: 0100 Members: Nguyễn Viết Mỹ Hậu
Nguyễn Hoàng Hồng Phượng Dương Thị Phương Trâm Đặng Phan Cẩm Vân 1 HOA SEN UNIVERSITY
FACULTY ECONOMICS- MANAGEMENT FINAL REPORT
BUILD A VIRAL CAMPAIGN AND OTHER CONTENT
SUPPORT TO HELP "YOUR CHOOSEN PROJECT"
RAISE THEIR BRAND AWARENESS AND ACQUIRE NEW USERS IN 2023 Subject: Content Marketing Lecturers Nguyễn Trần Khánh Vân Class: 0100 Members: Nguyễn Viết Mỹ Hậu
Nguyễn Hoàng Hồng Phượng Dương Thị Phương Trâm Đặng Phan Cẩm Vân 2 SUBJECT
Our team chose numerology because now numerology is becoming one of the
famous methods on social networking sites to help people discover themselves.
Meanwhile, the service related to numerology has not yet developed strongly. So we
want to develop the numerology service in a methodical and professional way,
thereby bringing numerology closer to more people in the future. 3 THANK YOU
First of all, our team would like to thank Hoa Sen University for bringing Content
marketing into the curriculum. Especially, I would like to thank the subject lecturer -
Ms. Nguyen Tran Kieu Van for imparting valuable knowledge to us during the past
study period. The subject of Content marketing is an interesting and useful subject
and also an important subject in the Marketing industry. Although it has been taught
thoroughly, due to a part of the group's knowledge and lack of real life experience, so
in our report it's hard to advoid mistakes. My team hope Ms. Nguyen Tran Kieu Van
will consider and give your comments so that our team can improve better next time.
Our team sincerely thanks Ms. Nguyen Tran Kieu Van a lot! 4 TABLE OF CONTENTS
IMAGE LIST.............................................................................................................................................6
TABLE LIST.............................................................................................................................................6
NAME OF BRAND AND SPECIFIC PRODUCT.................................................................................7 1.1.
Project name: Gloas Numerology.......................................................................................... 7 1.2.
Specific product: Numerology Workshop........................................................................... 7 1.2.1.
Rationale................................................................................................................................................................. 8 1.2.2.
Objective SMART:................................................................................................................................................ 9 1.2.3.
Target Audience:................................................................................................................................................. 9
2. BIG IDEA AND VIRAL CAMPAIGN..........................................................................................10 2.1.
Insight......................................................................................................................................... 10 2.2.
Big Idea....................................................................................................................................... 10
3. COMMUNICATION TOOLS.......................................................................................................11 3.1.
Advertising: Paid advertising............................................................................................................................ 11 3.2.
Direct Marketing: Email marketing................................................................................................................ 11 3.3.
Events & Experience: Workshop..................................................................................................................... 11 3.4.
Social Marketing: Fanpage................................................................................................................................. 12
4. CONTENT DEMO AND DISTRIBUTION CALENDAR FOR EACH CHANNEL.................12 4.1.
Advertising: Paid Advertising.............................................................................................. 12 4.1.1.
Indoor Advertising: Horizontal screen.....................................................................................................12 4.1.2.
Indoor Advertising: Vertical screen.......................................................................................................... 13 4.2.
Direct Marketing: Email Marketing.................................................................................... 14 4.2.1.
Introduction Email........................................................................................................................................... 14 4.2.2.
Celebration Email............................................................................................................................................. 15 4.4.
Social Marketing: Fanpage.................................................................................................... 18 4.4.1.
Numerology related topic..............................................................................................................................18 4.4.2.
Minigame on special occasion..................................................................................................................... 20 4.4.3.
Introducing to Gloas Numerology.............................................................................................................. 22 4.4.4.
Introducing to workshop............................................................................................................................... 23 4.5.
Distribution calendar for each calendar.......................................................................... 25 4.5.1.
Marketing plan (Overall)............................................................................................................................... 25 4.5.2.
Marketing plan (in detail)............................................................................................................................. 26 4.5.3.
Budget................................................................................................................................................................... 27
5. SPECIFIC MATERIALS...............................................................................................................28 5.1.
Podcast........................................................................................................................................ 28 5.2.
Public Relations....................................................................................................................... 32 5.3.
POSM............................................................................................................................................ 33 5 6 IMAGE LIST
Figure 1 Indoor advertising: horizontal screen introduce about Gloas Numerolog................12
Figure 2 Indoor advertising: horizontal screen promote the workshop..................................13
Figure 3 Indoor advertising: vertical screen introduce about Gloas Numerology..................13
Figure 4 Indoor advertising: vertical screen promote the workshop......................................14
Figure 5 Introduction email about Gloas Numerology...........................................................14
Figure 6 Celebration email- Source: Student........................................................................15
Figure 7 Confirmation email.................................................................................................15
Figure 8 Confirmation email- Source: Student......................................................................15
Figure 9 Sample figure for content post................................................................................19
Figure 10 Sample figure for content post..............................................................................22
Figure 11 Sample figure for content post..............................................................................23
Figure 12 Introducing to workshop post................................................................................25
Figure 13 Sample figure for content post..............................................................................25
Figure 14 Sample figure for using PR...................................................................................33
Figure 15 Standee................................................................................................................ 34
Figure 16 Poster................................................................................................................... 34
Figure 17 Booth Mockup......................................................................................................35 TABLE LIST
Table 1 Workshop's details script.........................................................................................18
Table 2 Social marketing: numerology related topic post.....................................................19
Table 3 Social marketing: minigame post.............................................................................21
Table 4 Introducing to Gloas Numerology post.....................................................................23
Table 5 Marketing plan overal script....................................................................................26
Table 6 Marketing plan details script....................................................................................27
Table 7 Budget..................................................................................................................... 28
Table 8 Podcast MC script...................................................................................................32 7
NAME OF BRAND AND SPECIFIC PRODUCT 1.1.
Project name: Gloas Numerology
Numerology is well-known as a new way for everyone to know more information
about their personal traits through the useful meaning behind each number - the
thing that affects most of our life. On the other hand, numerology can even tell which
time is your peak of success or biggest challenge happens in your lifetime.
In Vietnam, numerology has become one of the most trending topics when it comes
to finding a reliable way to know yourself better. Understanding customer
psychology, we’re creating a professional team selling and enhancing the quality of Numerology service.
To clarify, the name “Gloas” is taken from the name of a star in the Constellation Cat.
“Gloas” represents as the mystic things that people haven’t discovered yet. So that
we use the name “Gloas” to symbolize the main spirit we want to spread: Yourself is
still a mystic thing if you don’t spend time searching on your truly personal traits. 1.2.
Specific product: Numerology Workshop
Gloas Numerology is a selling Numerology service for everyone, based on the date
of birth, the letter of name, nickname,... to research information about customers. We
will give them their specific information about characteristics, their strengths and
weaknesses,... to help them solve their own problems.
Our consultant is the one who has many years of experience in the field of research
and application of Numerology into real life. Furthermore, we also have an expert
team including physicists, occultists so that customers can be completely assured of our services.
The procedure will include some steps: -
Step 1: Receive registration form online and offline -
Step 2: Confirm to receive the customer’s information and deposits -
Step 3: Send confirmation mail to customers, it will consist of: full name of
customers, appointment time, meeting place address. -
Step 4: Make an appointment between our consultant and customer. 8
The consultation session will have some basic information: -
The maximum amount of time: 180 minutes -
The numbers people in an appointment: one customer - one consultant - Fixed price: 500.000 VND -
Description: Customers will be analyzed in-depth about their base numbers
according to the Numerology method. Therefore, they can easily have the
answer for their own problems due to understanding well about themselves.
During the meeting, the consultant will analyze each base number of customers
through their full name, date of birth,... which help them easily orient their life, their
way of life. It also can tell what is the good time and good choice for their job that can
help customers to get everything done smoothly and successfully. And as a result,
customers will know which career path they should choose and have a motivation to
become better day by day. In other words, Numerology service will change the customers’ life positively.
After the meeting, customers will receive a PDF file that writes down everything the
consultant has analyzed for them. 1.2.1. Rationale
Today, at the age of 18-25 years old (also known as GenZ) who are disoriented in
life, they will look for spiritual methods to find the right answers for themselves, such
as: what they will have to do next, what their future will be. In fact none of these
answers appeared on the internet are highly authentic because of the different worldview of each person.
For that reason, since the subject "Numerology" was introduced to Vietnam,
everyone has paid a lot of attention to it. Numerology is a subject developed by
mathematician Pythagoras with scientific calculation methods.
You will find the answer to your problems by getting to know yourself well about
yourself which can lead to discovering your actual potential and help to make
success in every step you go on. 9 1.2.2. Objective SMART:
We will decide our objectives base on the SMART structure: -
S (specific): sell Numerology service and increase the engagement on fanpage -
M (measurable): with the attractive content we post on facebook (include
everything related to Numerology, mini game) and the current total of
followers: 217 followers, we aim to:
● Engagement: Increase the number of followers up to 3000 likes in
2023, each post has to reach out 700 people in average
● Service: we have at least 30 customers each month. -
A (achievable): with the famous fame that Gloas Numerology has had in Hoa
Sen University, the team members are full of spirit, the professional consultant
and the successful workshop just organized in December 2022, we believe
that we can achieve this target in 2023. -
R (relevant): to help the development of Gloas Numerology, approach many
more people who have their own worries in 2023 and increase the fame of Numerology overall. -
T (time bound): the deadline time that we intend to set will be 1st January, 2024. 1.2.3. Target Audience:
After doing some research through google form, we concluded that our target
customers are divided into 3 groups: students, freshers and workers. These 3 groups have ages between 18 to 35. -
Students: Ages between 18 to 22. The customers in this age group are young,
passionate and lack life experience, that’s why they have a lot of worrying
time about themselves which leads to some inaccurate thinking and actions.
Especially the most popular questions from these customers are whether they
chose the right major or not? For these reasons, students really need to know
themselves well, know which are the good sides or bad sides of them. -
Freshers: Ages between 22 to 25. Different from the students, freshers tend to
pay a lot of attention to the environment and everyone around them such as:
working environment, family,world issues,... and reflect on themselves to find 10